{"id":2114,"date":"2021-07-10T16:11:42","date_gmt":"2021-07-10T10:41:42","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2114"},"modified":"2021-07-10T16:11:43","modified_gmt":"2021-07-10T10:41:43","slug":"idea-what-an-idea-sirji","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/idea-what-an-idea-sirji\/","title":{"rendered":"Iconic Ads: Idea &#8211; What an Idea Sirji!"},"content":{"rendered":"\n<p>Aaj Se Nah Koi Dhomiar, Nah koi Purmi. Koi Bhi Apne Naam Se Nahi Jaana Jayega\u201d, said sarpanch Abhishek Bachchan in a Haryanvi tone.<\/p>\n\n\n\n<p>\u201cWhat an Idea&#8221;<\/p>\n\n\n\n<p>Balki said that, before this, Idea as a brand had a very byzantine baseline \u2013 Technology doing something for people \u2013 which people could not connect easily. Lowe was looking for a way to communicate the same proposition simply and that was how lines and campaigns were envisaged.<\/p>\n\n\n\n<p>Nikhil Rao and Ashwin Varkey, creative directors, created 4 to 5 concepts \u2013 one of which was \u2018Everybody has a number and not a name\u2019. This elicited an idea to Balki: \u201cWe often see people fighting because of a name! What if everybody had funny syllables as their identity?\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads - What An Idea Sirji! Idea Caste War\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/YD34sKmcg8M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>With the brand also called Idea and so was the baseline, it was necessary to extend the concept of providing solutions for problems that the mass audience understood. To create an impact, the problems had to be big, but the solution easy &amp; childlike, however, creating a huge impact. Moreover, the solutions could not be frivolous but relevant and scientific.<\/p>\n\n\n\n<p>The best was if the ideas were simple but big. These were all \u2018Ideas for Life\u2019.<\/p>\n\n\n\n<p>The extended campaign was able to resonate with the masses as it caught the ethos of India. The simple solution usually presented humorously not only solved a problem but entertained people. Nothing complicated!<\/p>\n\n\n\n<p>Amit Sharma produced and directed the TVCs for a very long time from the first one. Interestingly it was Amit who added the \u2018Ji\u2019 to sir making it even more authentic- Sirji!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the brand also called Idea and so was the baseline, it was necessary to extend the concept of providing solutions for problems.<\/p>\n","protected":false},"author":1,"featured_media":2115,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[39,353,348,623,209,624],"class_list":["post-2114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-amit-sharma","tag-balki","tag-idea","tag-lintas","tag-what-an-idea-sirji"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Idea - What an Idea Sirji! 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